非遗传承语境下綦江农民版画的数字化视觉重构与包装设计融合实践

The Digital Visual Reconstruction and Packaging Design Integration Practice of Qijiang Peasant Woodcuts in the Context of Intangible Cultural Heritage Inheritance

摘要: 国家级非物质文化遗产重庆綦江农民版画在非遗活态传承与数字化传播相互交织的语境下，其传统视觉语言在融入现代传播载体时遇到适配难题。本研究选取该版画作为考察对象，聚焦数字化视觉重构这一核心议题。通过对版画视觉符号特征及其文化内涵的系统梳理，研究提炼出一条包含原真保留、数字解构、现代重构与融合应用四个环节的实践路径，并对非遗视觉符号在数字转化中应遵循的原则与可行方法做出界定。在此基础上，研究以綦江特色产品的包装设计为实践案例，从图形提炼、色彩转化、构图调整等方面展开具体操作，分析重构后的视觉元素如何与包装的结构、材料及工艺实现衔接，进而通过市场反馈验证其实际效果。研究力图通过上述探索，为非遗视觉符号的数字化活化提供可参考的方法框架，推动綦江农民版画在文化价值与商业价值两个维度上获得同步提升，也为非遗活态传承拓展更为开阔的实践空间。

Abstract: In the context of the interweaving of intangible cultural heritage living inheritance and digital communication, Chongqing Qijiang farmer prints, a national intangible cultural heritage, encounter adaptation problems when their traditional visual language is integrated into modern communication carriers. This study selects the printmaking as the object of investigation, focusing on the core issue of digital visual reconstruction. Through the systematic combing of the characteristics of print visual symbols and their cultural connotations, a practical path including original preservation, digital deconstruction, modern reconstruction and fusion application is studied and refined, and the intangible cultural heritage visual symbols should be used in digital transformation. The principles and feasible methods to follow are defined. On this basis, take the packaging design of Qijiang’s characteristic products as a practical case, carry out specific operations from the aspects of graphic refinement, color transformation, composition adjustment, etc., and analyze how the reconstructed visual elements connect with the packaging structure, materials and technology, and then verify its actual effect through market feedback. Through the above explorations, the research tries to provide a reference method framework for the digital activation of intangible cultural heritage visual symbols, promote the simultaneous improvement of Qijiang farmer prints in the two dimensions of cultural value and commercial value, and expand the living inheritance of intangible cultural heritage practice space.